In 2008, testing of a new bodyscanner at airports began. This caused a lot of discussion and became a topical, recurrent issue all over the media. The scans create pictures where one can see every flaw on your body; not even the littlest love handle you usually cover with clothes can be hidden. They found this to be the perfect hook for the Fitness & Beauty Studio gym to raise awareness and increase membership. The posters were placed in the immediate area that surrounded the new gym wich is located just five kilometres from the Basel Euroairport.
Agency: Publicis Zurich, Switzerland.